Korean Hip Hop Festival
리얼힙합
Korean Hip Hop festival takes place in Seoul, the capital of South Korea. The events consist of carefully selected Hip Hop artists’ concerts where audience musically engage with and share the same passion for the music genre.
Purpose of the festival is to set an identity for ‘Korean’ Hip Hop and spreading positive impacts upon South Korean culture. Target audience is the youth generation– age 15-30, of South Korea who listens to K-Hip Hop and is attracted to the ideology of the music genre.
Rationale
Considering how much of an impact that Hip Hop has placed in society over the past years, Hip Hop is now not just a music genre but a cultural movement. Reducing the amount of influence that ‘loser culture’ has on Hip Hop will not only bring positivity to the content, but also change the youth generation’s perspectives, ideologies, and cultural attitudes. Also, by focusing on the authenticity of Hip Hop in Korean originality, Hip Hop music will promote traditional Korean culture and history to the listeners. As a result, finding a healthy and original identity as a music genre will benefit Korean youth culture as a whole.
Festival Poster
Festival Website and App
Festival Brochure
Festival Tickets and Pass
Festival Advertisements
Process
After developing the festival identity and basic structure of the event, I started to set its visual identity by making moodboards, Typography/Iconography, 3 posters, tickets, brochure(front&back), pass, and advertisement. The slideshow below presents the whole process.
